Consumer electronics continued its robust showing in 2011, registering double-digit volume growth once again with increased penetration of various products – from mobile phones to computers. Consumer electronics products are all about “want” as opposed to “need” and the emerging middle class phenomenon that was sweeping Indonesia in the historic period has definitely boosted demand for the industry as more consumers have the disposable income to purchase various non-essential products.

According to the report “Consumer Electronics in Indonesia” by Euromonitor International, Samsung Electronics Indonesia dethroned Nokia Indonesia from the top spot of consumer electronics volume sales in 2011, after trailing at second spot from 2008 to 2010. Nokia still recorded a volume sales increase in 2011, and in fact still managed to outsell Samsung within mobile phones. However, Samsung also has presence outside of mobile phones, and its performance across various consumer electronics products allowed it to sell more units than Nokia in 2011. In fact, Samsung’s leadership in 2011 reflects an overall trend of consumers’ strong perception of Korean brands and companies for consumer electronics, with LG Electronics also occupying a strong spot in the industry. Chinese brands have been on the rise especially after the implementation of ACFTA; however, the impact has not been as strong as predicted prior to ACFTA, as consumers still associate Chinese brands as having inferior quality despite the lower prices. Of the various Chinese brands, Huawei remains the most visible and had the most sales in 2011.